content-strategy

Content Strategy - Build an Audience That Buys

Create a content engine that attracts, engages, and converts using Joe Pulizzi's Epic Content Marketing methodology

When to Use This Skill

• Starting a content marketing program from scratch or revamping an existing one
• Building an audience for your brand, product, or service
• Creating a content mission statement to align your team
• Developing an editorial calendar and content plan
• Choosing content types and channels strategically
• Measuring content ROI and proving value to leadership
• Escaping campaign mentality for sustainable content

Methodology Foundation

| Aspect | Details | |--------|---------| | Source | Epic Content Marketing (2014, 2nd ed. 2023) | | Expert | Joe Pulizzi - Founder of Content Marketing Institute, creator of Content Marketing World | | Core Principle | "Content marketing is about creating valuable information your customers are passionate about so they actually pay attention to you. By delivering consistent, ongoing value, buyers reward you with their business and loyalty." |

What Claude Does vs What You Decide

| Claude Does | You Decide | |-------------|------------| | Structures production workflow | Final creative direction | | Suggests technical approaches | Equipment and tool choices | | Creates templates and checklists | Quality standards | | Identifies best practices | Brand/voice decisions | | Generates script outlines | Final script approval |

What This Skill Does

This skill helps you build content marketing that matters—content people would miss if it disappeared. Instead of interrupting people with ads, you attract them with value.

You'll learn to:

1. Define your content niche - Be the best in a specific area
2. Create a content mission - Align all efforts around a clear purpose
3. Build your audience - Move people from visitors to superfans
4. Plan content strategically - Map content to the buyer journey
5. Execute consistently - The #1 factor in content success
6. Measure what matters - Prove ROI to leadership

The result: A content engine that builds trust, generates leads, and drives revenue.

How to Use

Prompt Examples

Help me create a content marketing mission statement using the XYZ method.
My audience is [audience]. My topic is [topic]. The benefit is [benefit].

Analyze my content idea against Pulizzi's 6 principles of epic content.
Here's the idea: [describe content]. Tell me what's missing or weak.

Create a content strategy for [business type]. Include mission statement,
content pillars, channels, and an editorial calendar framework.

Help me find my content niche. I'm in the [industry] space, targeting [audience].
How do I narrow down to something I can dominate?

Build a content measurement framework that would satisfy C-level executives.
My primary content goal is [lead gen/sales/retention/brand].

Instructions

The Six Principles of Epic Content

Every piece of content should be evaluated against these principles:

┌─────────────────────────────────────────────────────────────┐
│              THE 6 PRINCIPLES OF EPIC CONTENT               │
├─────────────────────────────────────────────────────────────┤
│                                                             │
│  1. FILL A NEED       Useful in itself, answers questions   │
│  2. BE CONSISTENT     Same quality, same schedule, always   │
│  3. BE HUMAN          Your voice, your personality          │
│  4. HAVE A POV        Take sides, express opinions          │
│  5. AVOID SALES SPEAK Less about you = more sharing         │
│  6. BE BEST OF BREED  The best on your topic, period        │
│                                                             │
└─────────────────────────────────────────────────────────────┘

The Ultimate Test: Would your audience miss your content if it disappeared?

---

Step 1: Define Your Content Niche

The narrower your niche, the easier it is to become the go-to resource.

Bad Niche Examples:

• "Marketing" (too broad)
• "Small business advice" (too broad)
• "Technology news" (too broad)

Good Niche Examples:

• "Email marketing for Shopify stores"
• "Pricing strategy for SaaS startups"
• "Adventure travel with small dogs"

Finding Your Niche:

| Question | Your Answer | |----------|-------------| | What topic could you create 100+ pieces about? | | | Where does your expertise intersect with audience pain? | | | What's underserved in your industry? | | | Where are competitors NOT creating great content? | | | What would you be excited to cover for years? | |

The Niche Test: Can you realistically become the #1 source on this topic?

---

Step 2: Create Your Content Mission Statement

The XYZ Method (Andy Crestodina):

"Our company is where [Audience X] finds [Content Y] for [Benefit Z]."

Examples:

| Business | Mission Statement | |----------|-------------------| | B2B SaaS | "Our company is where startup founders find actionable growth tactics to scale without burning out." | | Financial Services | "Our company is where young professionals find practical money advice to build wealth before 40." | | E-commerce | "Our company is where home chefs find tested recipes and techniques to cook restaurant-quality meals." |

Mission Statement Worksheet:

## Content Mission Statement

### Audience (X)
Who are we creating content for?
- Primary persona:
- Their biggest challenge:
- What they're trying to achieve:

### Content (Y)
What type of content will we create?
- Format (blog, video, podcast, newsletter):
- Tone (educational, entertaining, inspiring):
- Depth (beginner, intermediate, expert):

### Benefit (Z)
What will they get from our content?
- Tangible outcome:
- Emotional benefit:
- Transformation:

### Final Mission Statement
"[Company] is where [Audience] finds [Content] for [Benefit]."

---

Step 3: Plan Your Content Pillars

Content pillars are the 3-5 main topics that support your mission.

Framework:

                 CONTENT MISSION
                       |
       ┌───────────────┼───────────────┐
       |               |               |
   PILLAR 1        PILLAR 2        PILLAR 3
       |               |               |
   ┌───┴───┐       ┌───┴───┐       ┌───┴───┐
Topics  Topics  Topics  Topics  Topics  Topics

Example: SaaS Marketing Company

| Pillar | Topics Covered | |--------|----------------| | Growth Tactics | SEO, paid ads, content marketing, email | | Product Strategy | Pricing, positioning, launches, roadmaps | | Team Building | Hiring, culture, remote work, leadership |

Pillar Planning Questions:

1. What 3-5 categories cover 80% of your audience's questions?
2. Do you have expertise (or access to experts) in each pillar?
3. Can you create 20+ pieces per pillar annually?
4. Does each pillar connect to your products/services?

---

Step 4: Map Content to the Buyer Journey

Different content serves different stages:

| Stage | Buyer State | Content Goal | Content Types | |-------|-------------|--------------|---------------| | Awareness | "I have a problem" | Educate, attract | Blog posts, social, podcasts, videos | | Consideration | "What are my options?" | Nurture, differentiate | Guides, webinars, comparison content | | Decision | "Is this right for me?" | Convert, prove value | Case studies, demos, trials, reviews | | Retention | "Did I make the right choice?" | Delight, expand | Tutorials, community, exclusive content |

Content Mapping Exercise:

## Content Map for: [Persona Name]

### Awareness Stage
Questions they have:
1.
2.
3.

Content to create:
-
-

### Consideration Stage
Questions they have:
1.
2.
3.

Content to create:
-
-

### Decision Stage
Questions they have:
1.
2.
3.

Content to create:
-
-

---

Step 5: Build Your Editorial Calendar

Consistency is the #1 factor in content success. An editorial calendar ensures you deliver.

Minimum Viable Calendar:

| Element | Description | |---------|-------------| | Publish Date | When it goes live | | Content Title | Working headline | | Content Pillar | Which pillar it supports | | Format | Blog, video, podcast, etc. | | Target Persona | Who it's for | | Buyer Stage | Awareness, consideration, decision | | Author/Owner | Who's responsible | | Status | Idea, draft, review, scheduled, published |

Cadence Recommendations:

| Channel | Minimum Frequency | Ideal Frequency | |---------|-------------------|-----------------| | Blog | 1x/week | 2-4x/week | | Newsletter | 1x/week | 1-2x/week | | Podcast | 1x/week | 1x/week | | YouTube | 1x/week | 2x/week | | LinkedIn | 3x/week | Daily |

Warning: Don't commit to more than you can sustain. Consistency > frequency.

---

Step 6: Build the Subscriber Hierarchy

Move your audience up the pyramid:

                    SUPERFANS
                   /         \
                  /  Advocates \
                 /   Share your  \
                /    content      \
               /___________________\
                   SUBSCRIBERS
                  /             \
                 / Email list,   \
                /  direct access  \
               /___________________\
                    FOLLOWERS
                   /           \
                  / Social media \
                 /  low engagement\
                /__________________\
                 CASUAL VISITORS
                /                 \
               / One-time readers  \
              /_____________________|

Moving People Up:

| Level | Tactic to Ascend | |-------|------------------| | Visitor → Follower | Social follow CTAs, shareable content | | Follower → Subscriber | Lead magnets, exclusive content, newsletter value | | Subscriber → Superfan | Community, recognition, insider access, exceptional value |

Key Metric: Track the conversion rate between levels monthly.

---

Step 7: Measure What Matters

The Three-Factor Score (Jessica Bergmann, Salesforce):

1. Did you bring in the right audiences?
2. Did you keep them engaged?
3. Did you move them to a next step?

What C-Suite Cares About:

| Question | How to Measure | |----------|----------------| | Is content driving sales? | Sales lift analysis, attributed revenue | | Is content saving costs? | Support ticket reduction, self-service usage | | Is content helping retention? | NPS scores, renewal rates for content consumers | | Is content growing our community? | Subscriber growth, engagement trends |

Content Metrics Framework:

| Level | Metrics | Purpose | |-------|---------|---------| | Consumption | Page views, downloads, listens | Are people finding it? | | Engagement | Time on page, scroll depth, comments | Are they consuming it? | | Sharing | Social shares, forwards, referrals | Are they spreading it? | | Lead Generation | Email signups, form fills | Are they converting? | | Sales | Pipeline influenced, revenue attributed | Is it driving business? |

---

Examples

Example 1: B2B SaaS Content Strategy

Company: Project management software for agencies

Content Mission:

"AgencyFlow is where creative agency owners find operational insights to run more profitable projects."

Content Pillars:

1. Project Management Best Practices
2. Agency Profitability & Pricing
3. Team & Resource Management
4. Client Communication

Editorial Calendar (Monthly):

• 8 blog posts (2 per pillar)
• 4 newsletter issues
• 2 case studies
• 1 webinar
• 12 LinkedIn posts

Measurement:

• Primary: Email subscribers (target: 500/month)
• Secondary: Demo requests from content (target: 50/month)
• Tertiary: MQL to SQL conversion rate for content leads

---

Example 2: E-commerce Content Strategy

Company: Premium cookware brand

Content Mission:

"ChefGear is where home cooks find tested techniques to create restaurant-quality meals in their own kitchen."

Content Pillars:

1. Cooking Techniques & Skills
2. Ingredient Deep-Dives
3. Recipe Development
4. Kitchen Equipment Guides

Channel Strategy:

• YouTube (primary): 2 videos/week
• Blog: 3 posts/week (SEO-focused)
• Instagram: Daily posts + stories
• Email: Weekly recipe newsletter

Measurement:

• Primary: YouTube subscribers and email list growth
• Secondary: Organic traffic and recipe page conversions
• Tertiary: Revenue from content-attributed purchases

---

Checklists & Templates

Content Strategy Checklist

## Content Strategy Audit: [Company Name]

### Foundation
- [ ] Content niche defined and narrow enough?
- [ ] Mission statement created (XYZ format)?
- [ ] 3-5 content pillars identified?
- [ ] Target personas documented?

### Planning
- [ ] Content mapped to buyer journey?
- [ ] Editorial calendar in place?
- [ ] Realistic publishing cadence set?
- [ ] Content creation workflow defined?

### Execution
- [ ] C-level buy-in secured?
- [ ] Team roles and responsibilities clear?
- [ ] Quality standards documented?
- [ ] Consistency tracked and maintained?

### Measurement
- [ ] KPIs defined for each content goal?
- [ ] Tracking and attribution set up?
- [ ] Regular reporting cadence established?
- [ ] ROI framework for leadership?

### The 6 Principles Check
- [ ] Fills a real need?
- [ ] Consistent in quality and delivery?
- [ ] Human and authentic voice?
- [ ] Clear point of view?
- [ ] Avoids sales speak?
- [ ] Best of breed in niche?

Editorial Calendar Template

## Editorial Calendar: [Month/Quarter]

### Week 1
| Date | Title | Pillar | Format | Persona | Stage | Owner | Status |
|------|-------|--------|--------|---------|-------|-------|--------|
| | | | | | | | |
| | | | | | | | |

### Week 2
| Date | Title | Pillar | Format | Persona | Stage | Owner | Status |
|------|-------|--------|--------|---------|-------|-------|--------|
| | | | | | | | |
| | | | | | | | |

### Week 3
| Date | Title | Pillar | Format | Persona | Stage | Owner | Status |
|------|-------|--------|--------|---------|-------|-------|--------|
| | | | | | | | |
| | | | | | | | |

### Week 4
| Date | Title | Pillar | Format | Persona | Stage | Owner | Status |
|------|-------|--------|--------|---------|-------|-------|--------|
| | | | | | | | |
| | | | | | | | |

### Monthly Metrics
- Total pieces published:
- Email subscribers gained:
- Organic traffic:
- Leads generated:

Content Brief Template

## Content Brief: [Working Title]

### Basics
**Content Type**: [Blog/Video/Podcast/etc.]
**Target Length**: [words/minutes]
**Due Date**:
**Author**:

### Strategic Alignment
**Content Pillar**:
**Target Persona**:
**Buyer Stage**:
**Goal**: [Traffic/Leads/Authority/etc.]

### Content Details
**Main Keyword**:
**Secondary Keywords**:
**Angle/Hook**:

**Key Points to Cover**:
1.
2.
3.

**Questions to Answer**:
1.
2.

**Call to Action**:

### Skill Boundaries

### What This Skill Does Well
- Structuring audio production workflows
- Providing technical guidance
- Creating quality checklists
- Suggesting creative approaches

### What This Skill Cannot Do
- Replace audio engineering expertise
- Make subjective creative decisions
- Access or edit audio files directly
- Guarantee commercial success

## References
- [Competitor content to beat]
- [Sources to cite]
- [Internal content to link]

---

Skill Boundaries

What This Skill Does Well

• Structuring audio production workflows
• Providing technical guidance
• Creating quality checklists
• Suggesting creative approaches

What This Skill Cannot Do

• Replace audio engineering expertise
• Make subjective creative decisions
• Access or edit audio files directly
• Guarantee commercial success

References

• Book: Epic Content Marketing by Joe Pulizzi (2nd Edition with Brian Piper)
• Organization: Content Marketing Institute
• Event: Content Marketing World
• Source: sources/books/pulizzi-epic-content-marketing.md

Related Skills

• seo-content-writer - Optimize content for search
• email-writing - Build and engage your subscriber list
• storytelling-storybrand - Tell stories that connect
• headline-formulas - Craft headlines that get clicks
• landing-page-copy - Convert content readers to leads